The Performance Evaluation Research Of The Fresh Agriculture Product Direct To Supermarket

As a large agricultural country, agricultural marketing and distribution has always beenannoying and hinder the development of rural areas, and is also an important reason whichleads to higher prices of agricultural products on the market. Therefore, in order to change thissituation, our government began to promote a " Farm to market " mode which is theagricultural products from farmers to sell directly to supermarkets. This model greatly reducemiddleman, reducing product costs, protect the quality of the product, so supermarkets andfarmers achieve a win-win situation.This mode in China is still in the promotion phrase, sothe related research, in particular the peformance evaluation is sharply needed.On the basis of this sort in the literature, based on Farm to market reality, standing on thesupermarket state, according to the four dimensions financial, customer, internal processes,learning and innovation from the Balanced Scorecard model (BSC) to build a fresh class ofinitial performance evaluation system of Farm to market. At first the evaluation systemthrough a questionnaire form to the experts for advice, through the questionnaires to the mean,variance and factor analysis resulted in this final performance evaluation system of Farm tomarket. Then, based on the properties of triangular fuzzy numbers AHP, come to the indexweights of the performance evaluation index system.According to the performance evaluationsystem we conduct the research and interviews to the Guoguang supermarket which is theonly one pilot base on Farm to market in Jiangxi. Processed through the questionnaires andthe performance evaluation index weight, we calculate the overall performance evaluationscore of Guoguang supermarket. The result shows that Farm to market of Guoguangsupermarket still in its infancy, there are still many problems, this paper from the fourdimensions of BSC accordingly proposed several measures to promote the performance ofGuoguang supermarket such as construct the Farm to market area, increase the investment inlogistics facilities and other types of agricultural products. As this study is go deeply into theGuoguang supermarket to understand real consumer experience, at the same time dointerview and research dierctly to the executive-level leader and the results are also beenaccepted, so this study not only has the practical significance of Guoguang supermarket, butalso has a great reference to other supermarkets which take the Farm as a future strategicdirection.